Serena Williams, the unrivaled queen of the tennis court, with her 23 Grand Slam titles, is now making her mark in the world of beauty and fashion. The iconic player is expanding her burgeoning empire, Wyn Beauty, and capturing the attention of beauty enthusiasts around the globe.

Williams launched Wyn Beauty in 2024, a testament to her quest for durable makeup capable of withstanding the rigorous demands of professional sports. She revealed her hands-on approach to the brand’s creation, stating, “I was always searching for makeup that looked good after hours on the court, mixing products myself and creating my own formulas while traveling.” The sports legend’s brainchild, made in collaboration with The Good Glamm Group, encapsulates a blend of her fiery personality and unwavering resolve.

However, the partnership was not an overnight decision. CEO of The Good Glamm Group, Darpan Sanghvi, invested a year persuading the tennis superstar to join forces. Their collaboration resulted in a brand embodying high-performance beauty with a diverse palette of over 91 shades in ten products spanning face, lip, and eye categories. With a price range of $20 to $30, the brand struck a chord with makeup enthusiasts.

Wyn Beauty recently gained traction with a unique TikTok collaboration event in Miami Beach, Florida, with Serena Williams at its epicenter. A series of posts on her Instagram stories captured the thrilling highlights of the event. Nicholas Monaco, a stage manager from Miami, paid tribute to the sportswoman, while a video from Paola Desideri showcased a group of women vigorously supporting the brand. Williams used the platform to introduce a new line of Wyn Beauty products, reaching out directly to her target audience.

The excitement didn’t end there. Williams shared a clip from Carla Nunez, revealing the electrifying event atmosphere, the plush makeup room, and her grand stage entrance. A viral reel with digital creator The Achieng Agutu displayed the duo dancing to “Have You Seen My Wife?” while flaunting the latest Wyn Beauty products.

Williams also discussed the brand’s journey and vision during an on-stage interview with Sydney Dixon. Before the event, she offered fans an exclusive sneak peek at Wyn Beauty’s newest shades with a teaser post on Instagram.

Away from makeup, Williams has been drawing attention with a heartwarming photoshoot featuring her two daughters, Olympia and Adira. The captivating family images prompted her husband, Alexis Ohanian, to share his heartfelt comments.

Besides her beauty venture, Williams has also ventured into fashion. The champion athlete has partnered with American retailer Janie and Jack to launch a limited-edition children’s clothing collection. The collection, inspired by her daughters, fuses style and sport, bringing Williams’s legacy to kids’ wardrobes in a lighthearted manner. The 35-piece capsule line includes clothing for newborns to 12-year-olds, embodying Williams’s dynamic persona with lively colors, energetic prints, and thoughtful touches that pay homage to her impressive career.

The Serena Williams x Janie and Jack collection has price points starting at $18.50, with ‘mommy and me’ styles going up to $175. The standout piece, a pink floral blouse and skirt, is inspired by an outfit Williams wore as a child while playing tennis, bringing her journey full circle in the most nostalgic way.

As Serena Williams continues to make waves in the beauty and fashion industry, her growing empire is proof that she’s a force to be reckoned with, on and off the tennis court.